Executive summary

I

TP017022

Contents

Executive summary....................................................................................................................1

1.0 Objective statement..............................................................................................................4

2.0 Competitor analysis..............................................................................................................5

2.1 Target Market...................................................................................................................6

2.2 Uniqueness.......................................................................................................................6

2.3 Limitation.........................................................................................................................6

2.4 Technology in use.............................................................................................................6

2.5 Market Segmentation........................................................................................................7

3.0 Problem Finding...................................................................................................................8

3.1 Problem Statement............................................................................................................8

3.2 Laddering technique.............................................................................................................8

3.2.1 Opening.....................................................................................................................8

3.2.2 Illustration.................................................................................................................9

3.2.3 Evaluation...............................................................................................................10

4.0 Idea Generation..................................................................................................................10

4.1 Mind Mapping................................................................................................................10

4.1.1 Opening...................................................................................................................10

4.1.2 Illustration...............................................................................................................11

4.1.3 Outcomes.................................................................................................................12

4.1.4 Evaluation...............................................................................................................12

4.2 Attribute Listing.............................................................................................................13

4.2.1 Opening...................................................................................................................13

4.2.2 Illustration...............................................................................................................13

4.2.3 Outcomes.................................................................................................................13

4.2.4 Evaluation...............................................................................................................14

4.3 SCAMPER.....................................................................................................................14

4.3.1 Opening...................................................................................................................14

4.3.2 Illustration...............................................................................................................14

4.3.3 Outcomes.................................................................................................................15

4.3.4 Evaluation...............................................................................................................15

4.4 Lotus Blossom................................................................................................................16

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4.4.1 Opening...................................................................................................................16

4.4.2 Illustration...............................................................................................................17

4.4.3 Outcomes.................................................................................................................18

4.4.4 Evaluation...............................................................................................................18

5.0 Idea Summary....................................................................................................................19

6.0 Product Concept Description.............................................................................................21

6.1 Opening..........................................................................................................................21

6.2 Illustration.......................................................................................................................21

6.1 D.I.C.E............................................................................................................................25

6.2 Market Identification......................................................................................................25

7.0 Idea Evaluation...................................................................................................................26

7.1 Force Field Analysis.......................................................................................................26

7.1.1 Before......................................................................................................................26

7.1.2 Outcome..................................................................................................................26

7.1.3 Suggestions of minimizing the restricting factors:..................................................27

7.1.4 Suggestions of maximizing the driving factors:......................................................27

7.1.5 After........................................................................................................................28

7.1.6 Outcome..................................................................................................................28

7.2 Sticking Dots..................................................................................................................29

7.2.1 Outcomes.................................................................................................................30

7.2.2 Evaluation...............................................................................................................30

8.0 References..........................................................................................................................31

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1.0 Objective statement

This “Knight Door” is a combination of chip key technology, anti theft alarm and house door.

This door used a chip key to recognize the correct key for the door. If the key mismatch the

correct code that is implement in the key, door’s owner will be notified on the receiver. This

product will develop in Kuala Lumpur (KL), Malaysia because KL is a busy city which is the

best place to test out this product.

The main objective of this idea is to prevent theft from breaking into house through front or

back door. For more information, please refer to product description section.

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2.0 Competitor analysis

Purse anti-theft

detector personal

alarm

Security Door Knight Door

Company Guangzhou zhi

cheng Industry Co.,

Limited

Shinjin Homewares

Marketing

Kaba Malaysia

Product See product description

section

Size Sender:

44(H)x28(W)x8(D)

mm

Receiver:

60(H)x36(W)x15(

D)mm

Standard Door Size

: 3’ X 7’,  5’ X

7’,  6’ X 7’

Standard Door Size

: 33" 6/8 x 83"

Can be make

according to

customer need

Colour Black

White

Brown

Green

Grey

Beige

White

Variety of natural

wooden pattern

design

Uniqueness Can adjust alarm

distance

Come with sound

and vibration

Termite resistance

Electro Galvanised

Steel

Anti-fire

Chip key

Anti Thief

Built in alarm

Vibration detector

Termite resistance

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limitation Limited range

Cannot show

location

Only can use on

personal belonging

Uses normal key

for lock

Only can be

installed at door.

Technology used

in design

3v and 1.5v battery Electro Galvanised

Steel

GPS satellite

Vibration detector

Price US $2.9 - 3.4 /

Piece

USD 300~1200 /

Set

RM 2500 / Set

Table 1 Competitor analysis

2.1 Target Market

Age: 25 and above

Income: RM 2000 and above

Marital status: Married and have children

Gender: both male and female

Location: condominium, flats and apartment in city

2.2 Uniqueness

Knight Door is unique where is uses a lot of technology in 1 product such as chip key,

vibration detector, GPS Satellite connection between sender and receiver, built in alarm and

termite resistance because most of the component is made of metal.

2.3 Limitation

Knight Door is limited to the target user where it recommended for user who lives in

apartment, condominium and flats in city where home robbery is often happen in these area

and these house have only 1 entrance which is the front door.

2.4 Technology in use

Knight Door uses a lot of technology such as chip key, vibration detector, Satellite

connection between sender and receiver and built in alarm.

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2.5 Market Segmentation

Demographic Demographic segmentation is focus on various demographic factors such as

age, gender, income, occupation, social standards and much more. It is used

to understand the prospective market and taking necessary steps to ensure

that the targeted market needs is fulfilled.

Psychographic Psychographic segmentation is about dividing consumer according to their

lifestyle, attitudes, beliefs, personality and so on. Sometimes it is called as “State-

Of-Mind” Segmentation.

Geographic Geographic segmentation is collecting information according to the physical

location of the target user.

Behavioural Behavioural segmentation is focus on targeted group based on their behaviours

habit such as spending, consumption, usage and desired benefits. Customers in a

market have different needs, buying attitude, resources and buying practice.

Table 2 Market Segmentation

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3.0 Problem Finding

3.1 Problem Statement

Home robbery is become very common in our community these days but the burglars are not

easily caught because normally Malaysian will not report to the police when this happen to

them. There are many burglars that have sinister thought such as sexually assaulting the

resident. 1 Based on FBI statement, every 12 seconds a home invasion occurs by someone

going right through the front or back door and 73% of break-in because of “door frame

failure”.

By the statement above, Knight Door is a potential product to prevent home robbery. See

Laddering Technique section to see how Knight Door solves these problems.

3.2 Laddering technique

3.2.1 Opening

Laddering technique is a method that helps to determine the higher and lower level of

idea and show it in the form of ladders. This technique is invented by Dennis Hinkle

(1965). [3]

http://wiki.service-science.ctm.nthu.edu.tw/index.php/Laddering#Brief_history

1 60% of all rapes occur during a home invasion [2]

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Knight Door is use to prevent theft/burglar from breaking into house through door.

Knight door is better than the other security door in the market is because of the chip key where it cannot to imitate by anyone and the vibration detector where it can detect the certain amount of vibration which can be only done by drilling, chopping and hammering.

This product is recommend to install at the front, back or valuable room door. Consumer can also install this door at any place they like.

When burglar try to kick, drill, chop or hammer Knight Door, alarm will immediately active and emit a loud and deafening noise to alert the surrounding and scare off the burglar.

When someone try to open Knight Door with a imitation keys, chain or others object than the original keys, a signal will send to receiver (which the owner holding with the original key). Owner can choose to active the alarm on the door or cancel the option from the receiver screen.

Knight door is highly recommended to people who live in apartment, flats or condominium. These building have only 1 main entrance and there is no other way buglers can enter the building.

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3.2.2 Illustration

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3.2.3 Evaluation

Knight Door is recommended for people who live in condominium, apartment or flats to

prevent thief or burglar breaking into house though door because these building have only 1

entrance. This door is built with latest technology such as vibration detector and chip key to

increase Knight Door efficiency protection. See Product Description section for more

information.

4.0 Idea Generation

4.1 Mind Mapping

4.1.1 Opening

Mind mapping is a graphical way to visualise the connection between ideas and information

to show the relationships between each idea. Each idea is written down and linked by lines

based on its relation. This idea generation is developed by a UK researcher, Tony Buzan.

(‘Use Your Head’, 1972) http://www.businessdictionary.com/definition/mind-mapping.html

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4.1.2 Illustration

Figure 1 Mind mappingIllustration from bubl.us

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4.1.3 Outcomes

1. Copper (lock material) + Solar energy (door power source) + Violet (Receiver colour)

2. Stainless Steel (Vibration Detector Material) + Rechargeable Alkaline Battery

(Receiver Power Source) + Natural Wood (Outside Door Material)

3. Direct from house (Door Power Source) + Solar Power (Receiver Power Source) +

Black (Receiver Colour)

4. Iron (Lock material) + Aluminium (Vibration Detector material) + Marble (Outside

Door material)

4.1.4 Evaluation

Based on the above outcomes, the best combination is outcomes two, Stainless Steel

(Vibration Detector Material) + Rechargeable Alkaline Battery (Receiver Power Source) +

Natural Wood (Outside Door Material). The reason is stainless steel is a strong type of metal,

rechargeable alkaline battery is environment friendly where it can be recharge and reuse.

Lastly is natural wood is because natural wood gives out a nice natural pattern.

Mind mapping is better than the other idea generation is because mind mapping is the easiest

way to visualise the ideas. It is also easier to understand the overall idea through mind

mapping. http://www.mind-mapping.co.uk/mind-mapping-benefits.htm

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4.2 Attribute Listing

4.2.1 Opening

Attribute listing a great way to examine all the possible aspects of a problem. It breaking

down the problems into a smaller parts and make it easier to understand the problem. It is

very useful for quality improvement of complicated project because it allow user to focus on

one particular part of project before generate a whole ideas.

http://www.communicorps.org/learning/articles_bydefinition/page_bd_atrributelisting.htm

4.2.2 Illustration

Outer side

material

Vibration

detector

material

Receiver

Shapes

Receiver

power source

Receiver

colour

Connection

type

Wallpaper Titanium Round Solar power Black Bluetooth

Paint Iron Triangle AAA battery Pink Infrared

Plastic White metal Square AA battery White GPS Satellite

Natural wood Copper Rectangle Nuclear

energy

Yellow SMS

Recycle wood Plastic Cuboids Polymer Li-

ion

Green telephone

cable

Metal Alloy Cylinder Alkaline

battery

Beige Wireless

Fidelity (Wi-

Fi)

Table 3 Attribute listing

4.2.3 Outcomes

1. Metal (Outer side Material) + Rectangle (Receiver shape) + Beige (Receiver colour)

2. Alloy (Vibration detector material) + AA battery (Receiver power source) + Wireless

Fidelity (Connection type)

3. Cuboids (Receiver shape) + Polymer Li-ion (Receiver power source) + White

(Receiver colour)

4. Paint (Outer side material) + Solar power (Receiver power source) + Bluetooth

(Connection type)

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4.2.4 Evaluation

Based on the above outcomes, the best combination is outcomes three, Cuboids (Receiver

shape) + Polymer Li-ion (Receiver power source) + White (Receiver colour). Cuboids

receiver shape is easier to handle, polymer Li-ion receiver power source is small and comes

with many shape that can be fix into receiver. Lastly is white colour as receiver colour

because white is the common colour that most people like.

Attribute listing is better than other idea generation is because it is easier to understand the problem where it listed down all the possible attributes.

4.3 SCAMPER

4.3.1 Opening

SCAMPER is a technique or checklist that uses a set of direct questions to come out with new ideas. SCAMPER is developed by Bob Eberle and it stands for:

S Substitute Component, materials, people

C Combine Combine with other assemblies

A Adapt Change function

M Modify Modify attributes

P Put to other use Put to other use

E Eliminate Remove elements

R Reverse reversal

http://www.mindtools.com/pages/article/newCT_02.htm

4.3.2 Illustration

Substitute Substitute natural woods with recycled wood to save the environment by

cutting less trees

Combine Combine vibration detector with alarm system to increase protection level

of Knight Door

Adapt Adapt into termite attack where it have termite resistance function because

termite will normally attack woods.

Modify Modify the size of door to any size that customer want because size of

houses is different for every place.

Put to other use It can be use as a decorative door.

Eliminate Eliminate the uses of infrared and Bluetooth because it has a limited range

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of connection.

Reverse / Rearrange Reverse is inappropriate for this product because it can only be use as a

door.

Table 4 SCAMPER

4.3.3 Outcomes

Substitute: Substitute natural wood with recycled wood.

Combine: Combine vibration detector with alarm system.

Adapt: Adapt into termite attack.

Modify: Modify the size of door.

Put to other use: Put to other use such as decorative door.

Eliminate: Eliminate the uses of infrared and Bluetooth.

Reverse: Reverse is inappropriate for is product.

4.3.4 Evaluation

Substituting natural wood with recycled wood because recycled wood is more environments

friendly than natural wood where it has to cut more trees. Combining vibration detector with

alarm system will increase the level of protection of the security door concept. Eliminate the

uses of infrared and Bluetooth because both of this connection has a limited connection of

range. If user went over a far location, the door sender signal will not reach the owner

receiver.

SCAMPER is better than the other idea generation is because it is easy to use and able to

think out a new idea fast.

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4.4 Lotus Blossom

4.4.1 Opening

Lotus blossom was originally developed by Yasua Matsumura, Director of the Clover

Management Research (Japan). This technique helps to generate a large number of ideas that

will possibly provide the best solution to the problem.

http://www.diegm.uniud.it/create/Handbook/techniques/List/Lotus.php

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4.4.2 Illustration

Table 5 Lotus Blossom

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4.4.3 Outcomes

1. Stainless steel (Lock material) + In-built DC power supply (Door Power source) +

Anti-Thief (Door Function)

2. White metal (Outer Material) + Japan (Production country) + Fibre optic (Receiver

Connection)

3. MP4 (receiver function) + Prism (Receiver shape) + SMS (Receiver connection)

4. Paint (Outer material) + Metal (Lock material) + show option (Receiver function)

4.4.4 Evaluation

Based on the above outcomes, the best combination is outcomes one (1.) Stainless steel (Lock

material) + In-built DC power supply (Door Power source) + Anti-Thief (Door Function).

Stainless steel as lock material is because stainless steel is strong and cut resistance. In built

DC power supply is more efficiency because DC power supply is light and able to generate a

small voltage for this security door. Lastly this door functions as anti thief where it uses chip

key to open the door and inbuilt alarm.

Lotus blossom is better than other idea generation is because it gives a more ideas and

provides possible solution for the problem.

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5.0 Idea Summary

Mind mapping (2.) Stainless Steel (Vibration Detector Material) + Rechargeable

Alkaline Battery (Receiver Power Source) + Natural Wood

(Outside Door Material).

The reason is stainless steel is a strong type of metal, rechargeable

alkaline battery is environment friendly where it can be recharge

and reuse. Lastly is natural wood is because natural wood gives out a

nice natural pattern.

Mind mapping is better than the other idea generation is because

mind mapping is the easiest way to visualise the ideas. It is also easier

to understand the overall idea through mind mapping.

Attribute listing (3.) Cuboids (Receiver shape) + Polymer Li-ion (Receiver power source)

+ White (Receiver colour). Cuboids receiver shape is easier to handle,

polymer Li-ion receiver power source is small and comes with many

shape that can be fix into receiver. Lastly is white colour as receiver

colour because white is the common colour that most people like.

Attribute listing is better than other idea generation is because it is easier

to understand the problem where it listed down all the possible attributes.

SCAMPER Substituting natural wood with recycled wood because recycled wood is

more environments friendly than natural wood where it has to cut more

trees. Combining vibration detector with alarm system will increase the

level of protection of the security door concept. Eliminate the uses of

infrared and Bluetooth because both of this connection has a limited

connection of range. If user went over a far location, the door sender

signal will not reach the owner receiver.

SCAMPER is better than the other idea generation is because it is easy to

use and able to think out a new idea fast

Lotus Blossom (1.) Stainless steel (Lock material) + In-built DC power supply

(Door Power source) + Anti-Thief (Door Function).

Stainless steel as lock material is because stainless steel is strong

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and cut resistance. In built DC power supply is more efficiency

because DC power supply is light and able to generate a small

voltage for this security door. Lastly this door functions as anti

thief where it uses chip key to open the door and inbuilt alarm.

Lotus blossom is better than other idea generation is because it gives a

more ideas and provides possible solution for the problem.

Table 6 Idea Summary

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6.0 Product Concept Description

6.1 Opening

This section will show what the Knight Door component and how it functions.

6.2 Illustration

Figure 2 Door

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Part Description

Eyehole Allow people from the inside to see outside without opening the door.

Luxury wood

covering

Using recycled wood to decorate the door into an attractive pattern to make the

door look more beautiful and luxury from the outside.

Reason:

The reason is recycled wood that had been process can also give out a nice

pattern and it also can prevent more trees to be cut down to produce this door.

Sender and alarm Sender Send signal to receiver if someone

using other than the original key to

open to door.

Reason:

It locates at the top left side

of door to prevent it to break

due to accidently knocking

when opening door or

cleaning house.

Alarm Make out a loud and deafening noise

to alert the eighbour and scare off the

burglar or thief.

Stainless Steel

Lock

Uses stainless steel to make this lock to prevent drilling the door keyhole or

cutting the door lock.

Reason:

Stainless steel is a good quality of metal than not easy to cut using a saw or drill

a hole on it with an electrical drill.

Chip Key Using chip key technology (like car key technology) where it can detect

whether the key that used is the correct key for the door.

Reason:

If user used an imitate or fake key, pins or other equipment other than the

original key, the door will not open and it will send a signal to sender and

sender will perform its job.

Vibration

Detector Plate

Using a titanium plate to cover the door (door that face outside) and it is used to

detect a specific amount of vibration that can be done by drilling with drill,

hammering with hammer or chopping with an axe. If it detects the vibration, it

will immediately active the alarm and sender will send a signal to receiver state

that the door is being attack.

Reason:

Titanium is the strong, high melting point and corrosion resistance. Titanium

can be produce cheaper these days because of manufacturing titanium is

improved and more in investment in manufacture activities such as earring, flat

iron and more.

DC Power Supply DC power supply is built in the door to generate power for vibrator detector and

sender and alarm function. It able to generate up to 12 volt but normally the

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door only use 8 volt of power.

Reason:

DC power supply is cheap, light and able to generate enough power for a

security door

Table 7 Door Description

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Figure 3 Receiver

Part Description

Key Chain Use to hang this receiver anywhere the owner likes to prevent lost or drop.

Cover Material Metal

Colour Black, white, blue, grey and orange

Size Depth/Height: 50 mm

Width: 10 mm

Length: 40 mm

Screen Size: 1.5 “.

Use to display information such as:

“Alert! Door is being attack. Activate Alarm?”

“Alert! Door is open by foreign object. Activate Alarm?”

“Yes”

“No”

“Battery Life left --%”

OK Button Use to perform option from screen selection.

Up and Down

Button

Use to choose options from screen selection.

Battery Slot It uses Polymer Li-ion as power supply because it comes with variety of shapes,

small, light and reachable.

Table 8 Receiver Description

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6.1 D.I.C.E

Deep Knight Door is an intelligent product where is uses chip key to recognise

the correct key before opening the door.

Knight Door is also an environment friendly door where it uses recycled

wood for the outer decorate instead of using natural woods.

Intelligent Knight Door is a combination of few latest technologies such as chip key,

vibration detector, GPS Satellite and built in alarm system.

Complete Knight Door is designed for condominium, apartment and flats user where

these houses have only 1 entrance that is the main door.

Knight Door also provide yearly maintenance because it uses a lot of

technology while others o=product did not have.

Elegant Knight Door has a classic yet sophisticated design of natural wood pattern.

Table 9 D.I.C.E

6.2 Market Identification

Demographic Knight Door is highly recommended for both male and female at the age of

25 because people at this age had start working and with a stable income

about RM 2000. People who are not under the category above still can use

this product.

Psychographic Knight Door is suitable for busy working parents where they can leave their

children at home without worrying their safety and properties. Besides that,

people who care about their and properties issue is also recommend to use this

product.

Geographic Knight Door is recommended for people who live in the busy city where crime is

often happen at these places and they are often busy working in office.

Behavioural Knight Door is suitable for parents who like to save money because with this

door, consumer will only have to spend 1 time charges for the door and installing

fees. Unlike hiring bodyguard will have to spend money every month for their

salary.

Table 10 Market Identification

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Knight D

oorHigh cost.

Limit to door security only.

Limit to target market.

No backup power supply if power outage.

Restraining Force(Negative)

Use high technology.

Adjustable size based on demand.

Eco friendly

Fulfil markets demand.

Driving Force(Positive)

- 3

- 3

- 3

- 4

+ 3

+ 5

+ 4

+ 3

Total = - 14 Total = + 15

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7.0 Idea Evaluation

In this section, we will cover on Force Field Analysis and Sticking Dots analysis.

7.1 Force Field Analysis

7.1.1 Before

Table 11 Force Field Analysis before improve

7.1.2 OutcomeRestraining Force = (-3) + (-3) + (-3) + (-4) = - 14

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Driving Force = (+3) + (+5) + (+4) + (+3) = + 15

7.1.3 Suggestions of minimizing the restricting factors:

Cost factor

if the manufacture of Knight Door a large quantity at a time may reduce the overall cost so

consumers able to get a lower price of the door.

Limited to door security

In future, Kaba Malaysia will try to add more security to other area such as window or roof to

add more security in a house.

Limited Target market

Based on above factor, Knight Door only focus on door security only. Therefore Knight Door

target market is people live in apartment, condominium and flats because these houses have

only 1 main door.

No backup power supply if power outage

In future, Kaba Malaysia will add an extra backup power feature in the door to prevent power

shortage problem.

7.1.4 Suggestions of maximizing the driving factors:

Use high technology

Knight Door will perform a free yearly maintenance for the customers because it uses a lot of

latest technology where only specialise can perform this job. Normal user common

knowledge is not sufficient for maintaining this door.

Adjustable size

Knight Door can be made base on the customers demand but the cost may be high because it

is custom made. In future, Kaba Malaysia may come out with ore size selection rather than

only 1 standard door size.

Eco friendly

Knight Door outer part is made of recycle wood so it can reduce the number trees being cut to

manufacture Knight Door. In future, Kaba Malaysia may use recycle titanium or stainless

steel to replace the other component meanwhile maintaining the quality of product.

Fulfil market demandKnight Door may add more features such as camera in eyehole and expand the security area

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Knight D

oor

High cost.

Limit to door security only.

Limit to target market.

No backup power supply if power outage.

Restraining Force(Negative)

Use high technology.

Adjustable size based on demand.

Eco friendly

Fulfil markets demand.

Driving Force(Positive)

- 1

- 3

- 3

- 2

+ 4

+ 5

+ 4

+ 4

Total = - 9 Total = + 17

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from door to window or maybe roof to increase the protection of house so this Knight Door target market will expand as well.

7.1.5 After

Table 12 Force Field Analysis after improve

7.1.6 OutcomeRestraining Force = (-1) + (-3) + (-3) + (-2) = - 9

Driving Force = (+4) + (+5) + (+4) + (+4) = + 17

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7.2 Sticking Dots

  Guangzhou zhi cheng

Industry Co.,

Limited

Shinjin Homewares

Marketing

Kaba Malaysia

Product Purse anti-theft

detector personal

alarm

Security Door Knight Door

Price ☆☆☆☆ ☆☆☆ ☆☆

Technology ☆☆ ☆☆☆ ☆☆☆☆☆

Design ☆ ☆☆☆ ☆☆☆

Safety ☆☆ ☆☆☆ ☆☆☆☆

Benefits ☆☆☆ ☆☆ ☆☆☆☆

Features ☆☆ ☆☆☆ ☆☆☆

Total 14 ☆ 17 ☆ 21 ☆

Table 13 Sticking Dots

Legends

Excellent ☆☆☆☆☆

Good ☆☆☆☆

Acceptable ☆☆☆

Barely Acceptable ☆☆

Poor ☆

Table 14 Sticking Dots Legends

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7.2.1 OutcomesPurse anti-theft detector personal alarm

4 + 2 + 1 + 2 + 3 + 2 = 14

Security Door

3 + 3 + 3 + 3 + 2 + 3 = 17

Knight Door

2 + 5 + 3 + 4 + 4 + 3 = 21

7.2.2 EvaluationPrice

Knight Door score the lowest in this category compare to the other two product is because

Knight Door uses a lot of technology and good material to ensure the protection given to

consumer is the best.

Technology

Knight Door score the highest in this category compare to the other two product is because

Knight Door uses a lot of latest technology such as chip key, vibration detector, GPS Satellite

and alarm system in one product.

Features

Knight Door and the other two products score also the same because each of these products performs the way it should be. For example ‘Purse anti-theft detector personal alarm‘ is use to detect personal belonging within a range, ‘Security Door ‘ basic security door that prevent thief from breaking in and lastly ‘Knight Door’ is a high technology security door that prevent thief from breaking in and built in alarm system.

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8.0 References

[1] http://umno-online.com/?p=33249

[2] http://www.doorsecuritypro.com/index.html

[3] http://wiki.service-science.ctm.nthu.edu.tw/index.php/Laddering#Brief_history

[democratic] http://www.buzzle.com/articles/demographic-segmentation.html

[Psychographic]

http://www.allbusiness.com/glossaries/psychographic-segmentation/4963782-1.html

[Geographic] http://www.businessdictionary.com/definition/geographic-segmentation.html

[Behavioral] http://www.businessdictionary.com/definition/behavioral-segmentation.html

http://www.kaba.my/About-Kaba/26350/kaba-malaysia.html

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